The Virginian-Pilot of Norfolk, Virginia, reports that a new highway billboard screams a warning that apples and carrots meant as treats can actually kill wild horses.

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Property owners along a North Carolina strip only accessible by four-wheel-drive vehicles are posting yard signs to reinforce a local law requiring people to stay 50 feet away from the rugged critters. Retail stores in Duck and Corolla are donating sign space for similar messages.

It’s part of a local effort to reduce harmful interactions between visitors to the Currituck Outer Banks and the wild horse herd that lives in maritime forests and among the dunes there.